Group essay business management module strategic management vissans business strategy analysis

Trang 3 STRATEGIC MANAGEMENT 3MỤC LỤCCHAPTER I: INTRODUCTION AND SUMMARY OF THE BUSINESS PLAN OF VIETNAM ANIMAL INDUSTRY ONE MEMBER LIMITED LIABILITY COMPANY VISSAN .... To better under

THE STATE BANK OF VIETNAM

Ho Chi Minh University of Bankin 

GROUP ESSAY BUSINESS MANAGEMENT MODULE: STRATEGIC MANAGEMENT

Instructors: PHẠM TH Ị HOA Implementation group: Module: HQ8 – L1 6

High-quality system

TPHCM, 12/2022

STRATEGIC MANAGEMENT 3

MỤC LỤC

CHAPTER I: INTRODUCTION AND SUMMARY OF THE BUSINESS PLAN OF VIETNAM ANIMAL INDUSTRY ONE MEMBER LIMITED

LIABILITY COMPANY (VISSAN) 7

1 Brief introduction of the business: 7

2 Business goals 7

3 The mission of the business 7

4 The vision of the business 8

5 The core value of the business: 8

6 Competitive advantages: 8

7 Strategic issues: 8

8 Organization-Wide strategics 9

9 Customer Segments 9

CHAPTER II: FINANCIAL STRATEGIC OBJECTIVES AND ORGANIZATIONAL GOALS 9

1 The solution to reducing short-term receivables of customers: 9

1.1 The goal of the strategy 9

1.2 Implementation content 9

1.3 Expected results 10

2 Solutions to reduce inventory 11

2.1 Strategy 11

3 Content implementation 12

CHAPTER III: CUSTOMER STRATEGY OBJECTIVES AND PRODUCTS MARKETING STRATEGY OF THE COMPANY 12

1 CUSTOMER STRATEGY OBJECTIVES 12

1.1 Customer care strategy 12

1.2 Customer Loyalty Strategy 13

2 PRODUCTS MARKETING STRATEGY “STP” 14

2.1 Concept 15

2.2 STP MARKETING STRATEGY 15

STRATEGIC MANAGEMENT 4

a) Market Segmentation 15

b) Selecting the target market (Targeting): 15

c) Product positioning (Positioning): 16

CHAPTER IV: INTERNAL/OPERATIONAL STRATEGIC OBJECTIVES & ORGANIZATION GOALS 17

1 The Core Tasks That Support Strategic Core values 17

1.1 Company personnel 17

a) Organizational structure diagram: 17

b) Regarding salary and welfare policy: 18

c) VISSAN: Developing with the motto “Vitality every day” 18

2 The Core Tasks That Support Strategic Visions 19

2.1 VISSAN's Vision 19

2.2 Overall operations to achieve the mission statement 19

a) Improve the quality of the processing mode 19

b) Invest in upgrading the distribution system 20

c) Production system development 20

d) Closed bonding process meets the standard 3F 21

e) Improve processes to improve product efficiency and quality 21

f) Variety of products 22

CHAPTER V: COMMUNITY INVOLVEMENT 22

1 Increase Brand Awareness and Build Trust with a Community 22

2 Improve Employee Morale 23

2.1 Optimize Teamwork Process 23

2.2 Listen 23

2.3 Patience 24

3 Foster a Culture of Collaboration 24

CHAPTER VI: SPECIFIC SOLUTIONS FOR IMPLEMENTATION OF THE STRATEGY 24

1 Solutions for financial strategy: 24

2 Solution for customer strategy: 24

3 Solutions for human resource development: 25

STRATEGIC MANAGEMENT 5

4 Marketing Solutions 26

4.1 Products: 26

4.2 Price 26

4.3 Distribution 27

4.4 Marketing 27

a) Advertising: 27

b) Promotion: 27

c) Community Relations: 28

5 Research and development solutions 28

That shows the importance of this food supply It is both an opportunity for businesses to thrive and a challenge because this is a large market and not easy to reach Facing that market context, VISSAN - a company specializing in providing high quality products for livestock and poultry has proven its ability to always be the go-to businesses in the industry

This is not luck and it depends on the clear and specific business management strategy of VISSAN leaders To better understand how VISSAN's leaders manage business

strategies, "VISSAN'S BUSINESS STRATEGY ANALYSIS" is a topic that you should

not ignore We do a detailed analysis of each business's strategy, and at the same time give the most practical examples so that we can see that the success of VISSAN is the success

of STRATEGIC MANAGEMENT in business

thống kê 96% (28)

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File giáo trình bản pdf HSK 2

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STRATEGIC MANAGEMENT 7

CHAPTER I: INTRODUCTION AND SUMMARY OF THE BUSINESS PLAN OF VIETNAM ANIMAL INDUSTRY ONE MEMBER LIMITED LIABILITY COMPANY

(VISSAN)

1 Brief introduction of the business:

VISSAN Company is a State-owned enterprise under the Saigon Trade Corporation (Satra), built on November 20, 1970, and put into operation on May 18, 1974 The company's activities are specialized in the production and trading of fresh and frozen cattle meat and processed meat products

Business areas: The company's activities are specialized in the production, processing and trading of beef and pork products, fresh and frozen poultry meat, seafood, high-grade cold meat products, sausages, and processed products , canned products, eggs, ducks Trading

in technology products and other consumer goods Producing and trading in breeding pigs, meat pigs, breeding cows, beef cattle Producing and trading in animal feed Technical services on raising pigs and cows Catering business Trading in fruit juices and processed foods Producing and trading all kinds of fruits and vegetables, processed vegetables, spices and agricultural products

3 The mission of the business

We connect with the community, with customers, with partners by prestige, by Quality food provides an abundant source of energy Take advantage of consumers used as

a guideline to create core values, mission, and operating motto movement of the VISSAN brand throughout its development

Vissan's mission involves components:

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• Customers: Vissan always cares about customers, always brings the best food and best quality products come to customers, and put customers as a guideline

to vissan on the right track

• Products: Vissan always focuses on the quality of its products, ensuring protection food safety

• Care about community image: Vissan is positioned in the market by the trustthrough, the interest of consumers When it comes to Vissan, it can be considered real quality products, Vissan's image to the community is considered an image pretty

• Vissan cares about its staff, creating a professional working environment professional, dynamic and giving its employees wages and allowances commensurate with their work and contributions

4 The vision of the business

Vissan declares a vision for 2020, VISSAN becomes a manufacturer, processor, the largest food distributor in the country with a diverse and rich product chain, meeting full meet food hygiene and safety standards and having a great influence in the food industry area

5 The core value of the business:

Core values: Complete the system from breeding areas to slaughtering, processing, distribution, playing a leading role in the food sector

Core purpose: To bring safe and hygienic food to to everyone, making Vissan a leading manufacturer and distributor in the country

6 Competitive advantages:

✓ Modern production technology

✓ Wide distribution network and channels

✓ Strong brand in domestic market

✓ Strong capital and finance

✓ Employees with high qualifications, skills and experience

7 Strategic issues:

With the potential of the market, along with the growing economy and the demand

of a growing customer base, VISSAN capitalizes on its strengths in capital and capital modern production technology to research, improve and develop products to produce superior products, competing with competitors in the market

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8 Organization-Wide strategics

✓ Market penetration strategy

✓ Product development strategy

✓ Forward integration strategy

✓ Strategy for backward integration

9 Customer Segments

Vissan is positioned in the affordable customer segment Vissan's product is an industry food product, Company activities specializing in the production, processing, and trading of pork, beef, fresh and frozen poultry products, and cold meat products Show Currently, Vissan products serve people with a good average income Recently, the company also launched a product line of three cotton apricots with very reasonable prices for people with incomes that are sold in suburban areas of the city and are a product that penetrates the agricultural market village Therefore, at the present time, developing a common brand is appropriate to help save money cost-effective and suitable for its target customers

CHAPTER II: FINANCIAL STRATEGIC OBJECTIVES AND

ORGANIZATIONAL GOALS

1 The solution to reducing short-term receivables of customers:

Receivables are a part of the enterprise that is misappropriated capital, if the capital is misappropriated regularly, it will make the financial situation of the enterprise difficult Among the company's receivables, 84 short-term receivables in 2019 increased from 2018

to 61,703,099,467 VND, equivalent to 21.82%, in 2020 increased again compared to 2019

to 4,199,044,483 corresponds to 1.22% The increase in short-term receivables in 2020 led

to a decrease in revenue The company needs to promote debt collection activities

1.1 The goal of the strategy

• Reduce the amount of capital occupied

• Increase working capital turnover and decrease the number of days revenue is realized

• Increase self financing capital for fixed assets

-1.2 Implementation content

• Review and manage accounts receivable

• Adjust the right credit policies for each customer

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• There is a tight bond in the sales contract, if the payment term in the contract is exceeded, the company will be entitled to collect an interest rate corresponding to the term interest rate of the bank

• Apply a payment discount to encourage debtors to pay sooner

• Reducing accounts receivable can both increase your net sales and improve your credit policy The new credit policy will ensure that businesses achieve their expected revenue

Customer payment time Recommended discount rate (%)

Payment 15-30 days in advance 0,5

Payment 15-30 days in advance 0,3

Amount earned (VND)

We find that, with the enterprise recovering VND 153,577,253,328.49, putting it into the business will help the company reduce interest expenses

2 Solutions to reduce inventory

2.1 Strategy

Inventories are stockpiled items that a company produces for sale and the ingredients that make up products Therefore, inventory is the link between the production and sale of products and is a part of short-term assets, accounting for a large proportion, and plays an important role in the production and business of enterprises Holding too much inventory, without a plan, will incur certain costs Therefore, it is essential for a company to plan specifically for inventory storage

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Through analyzing the company's financial situation, we can see that although the company's inventory in 2020 has increased compared to 2019, the increase in inventory in

2019 is due to raw materials for production and business , while the company's inventory

in 2019 is mainly finished products The reason is that in 2020, the Company has implemented strict inventory management measures with the increase in inventory balance lower than the revenue growth rate, in order to enhance liquidity

Inventories of materials are closely monitored, effective inventory management measures are developed, and inventory costs and material loss are reduced

CHAPTER III: CUSTOMER STRATEGY OBJECTIVES AND PRODUCTS MARKETING STRATEGY OF THE

COMPANY

1 CUSTOMER STRATEGY OBJECTIVES

1.1 Customer care strategy

More than 50 years of development is that much time Vissan persistently accompanies

to bring delicious, nutritious meals and ensures food safety and hygiene for millions of Vietnamese families In order to protect the health of consumers in the context of rampant dirty food, Vissan gives top priority to process improvement to improve product efficiency and quality With the slogan "Visibility every day", Vissan has constantly improved its products to be able to meet the increasing needs of customers as well as convince new customers to use its products company

- Objective: To serve and satisfy the needs and expectations of customers who have been using the company's products at present and in the future

- Content: With the development of society, the needs and requirements of customers will also develop Faced with that situation, Vissan had to determine an issue that was the

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importance of the "Customer Care" stage in the company's operation The company finds that if customer care is not focused on development, it is likely that the company will lose the number of customers that have been with them as well as the number of customers who intend to use the product in the future when As the market economy develops, the number

of competitors is increasing day by day Therefore, Vissan Company has had activities to improve the quality of customer care in order to bring customers comfort in the process of using the product It can be seen that Vissan has done this through the product packaging sold on the market On the previous packaging of canned products, customers thought that the product image was ambiguous, making it difficult for customers to imagine what the actual product would look like and how to use and process it how are they? Since then, Vissan has changed the illustrations on its canned goods such as Beef 2 slices 3 apricots, Braised fish with meat 3 apricots, with the improvement of colors as well as images The fact that the product has been taken care of more has brought convenience to the customer's buying and using process Not only is it interested in large customer files, which are families, but Vissan also cares for its young customers when there has been a change in the packaging of the sterilized sausage product line that has been created a boom, breakthrough

in Vissan's products With the change in color and accompanying details to make the overall product look more eye-catching and colorful, it has captured the attention of young customers Not only that, on the product, Vissan also suggests ways to process the product

to ensure that its customers can use the product optimally and get the best experience with the product Vissan also provides customers with ways to contact its customer care department by means such as phone number, website, and office address printed on the packaging for the purpose of bringing peace of mind when using use the product and want customers to know that the company will always accompany customers when there is a problem

1.2 Customer Loyalty Strategy

Loyal customers are the file of customers that every business wants to "Grow" Because these are the people who will put trust, and positive evaluation and always support the company's products and services with actual behaviors Of course, with its position as

a big brand in the eyes of consumers, Vissan should focus on its loyal customers and continue to look for new customer files in the future

- Objective: Satisfy the needs, maintain the trust of customers in the company and take advantage of loyal customers to find new loyal customers

- Content: Customers are the deciding factor for the survival of a company No matter how innovative and groundbreaking the company's product is, without the support of customers, that product cannot be successful Vietnam Animal Industry Joint Stock

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Company was established on November 20, 1970 and went into production and business operations on May 18, 1974 Currently, VISSAN is one of the leading enterprises in the food industry in the country, specializing in the production and trading of fresh and frozen meat and processed meat products Up to now, Vissan has been operating for nearly half a century, it can be seen that Vissan has become a big symbol in the minds of many customers and obviously the number of loyal customers that Vissan has is extremely huge Successfully winning the trust of customers can be considered a turning point for a company, but maintaining the company's position in the minds of customers, maintaining the trust that customers have placed, is even more difficult Knowing that, Vissan also had

a very holistic view of how the company could maintain that trust First, Vissan is always committed to its customers about product quality, Pork is raised with high quality processes and produces a safe product line, in compliance with ISO, HACCP and other standards other on hygiene - food safety So it will help customers not to worry about the source of unsafe meat Not only ensuring the origin and quality of products, but Vissan also cares and supports its customers when constantly offering promotions for fresh products during the raging epidemic and customers Accordingly, VISSAN Company reduced prices by up to 15% on VietGAP Pork and Australian Beef products such as: pork belly with rib, baby ribs, pork cutlet, lean pork belly The program is applied from May 10 to June 2 for all customers who buy directly at Saigon Co.op, AEON Citimart, Satramart, Satrafood and Vinmart supermarkets in Ho Chi Minh City Ho Chi Minh In terms of social responsibility, Vissan also shows to customers that the company cares about people's daily lives and helps when needed Typically, in 2019, when the central region suffered heavy damage from the storm

No 10, Vissan company also took actions such as calling on all employees in the company

to donate 500 gifts, including valuable canned food products, bearing the company's brand name for the affected people in 2 communes Ky Anh and Ky Thuong in Ha Tinh province

In addition, Vissan Company also implements a discount policy of up to 20% for essential products such as canned food, sterilized sausages of all kinds, for units and organizations that buy products to charity Not only ensuring the commitment to product quality, implementing social responsibility, but Vissan also implements programs on special events

to express gratitude to the company's customers On the company's 50th birthday, Vissan implemented the program "Golden birthday, scratch a thousand gifts" with valuable gifts

to thank customers who have supported the company's products Thereby, it can be seen that Vissan has a special interest in maintaining the image of the company in the minds of customers because Vissan owns an extremely large number of customers, so strengthening the trust that customers have for the company is something Vissan always cares about and tries to do best

2 PRODUCTS MARKETING STRATEGY “STP”

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2.1 Concept

- STP is an abbreviation of the English name Segmentation Targeting Positioning in the Vietnamese sense of Market Segmentation, Target Market, and Product Positioning The STP strategy is a series of three processes that must be adopted when defining a business strategy

- Segmentation Targeting Positioning or STP marketing strategy has a great influence

on brand image, and on marketing in general

- When applying the STP strategy, it will find out its best target audiences and segments, determine which segments are most suitable, and help position the brand well in the market, the customer segment has searched sword

2.2 STP MARKETING STRATEGY

a) Market Segmentation

- By geography: Nationwide scale

- According to customer psychology: Vissan's products are diverse, can serve customers of all different ages and different industries depending on each industry From middle-class workers to the upper class in society

- According to customer behavior: Customers' purchasing needs always prioritize convenience, closeness, and reasonable prices Current customers often ask for opinions from people who have experienced the product to determine whether to buy a used product but Among them, most customers still want to experience new products on the market, so novel products have great attraction to consumers.a

b) Selecting the target market (Targeting):

- Current customers:

• Housewives and cooks

• Students (buying processed food products such as sausages )

• They buy Vissan products to cook family meals, groups and parties

• Products and services:

• Up to now, Vissan has been present in most of the country to best serve consumers,

in addition to being present at large supermarkets such as Coopmart, BigC Vissan has developed an online ordering form on Now.vn application that helps customers

to conveniently and save time in choosing to buy the company's products

- Demographic:

• Age: all ages can use Vissan's products